Read our new manifesto
Future 50 Banner

Brand marketer mobile budgets surge 142% in two years, finds IAB study

Between 2011 and 2013, brand marketer mobile budgets leaped 142 per cent.

The Interactive Advertising Bureau’s follow up to the ‘Marketer Perspectives on Mobile Advertising’ survey of 2011 found that the number of marketers who maintained annual mobile budgets exceeding $300,000 more than quadrupled, rising from just seven per cent in 2011 to 32 per cent this year

The findings support the 2011 study’s prediction that brand marketers’ mobile advertising budgets were on the increase.

Nearly three-quarters (74 per cent) of the 300 top-level brand marketing executives surveyed said they expect that their companies’ mobile advertising spend will increase in the next two years.

Almost one in five respondents (19 per cent) predict that their mobile budgets will increase by more than 50 per cent in the next two years.

“Over the past two years, the IAB Internet Advertising Revenue Report has shown an impressive rise in mobile spend and this study establishes that marketers expect more vigorous growth to come,” said Anna Bager, VP and general manager, Mobile Marketing Center of Excellence, IAB.

“These findings reaffirm that publishers need to make mobile a top priority in order to take advantage of strong brand marketer demand.”

Respondents to the survey, conducted by Ovum, were also asked to rank the top developments in mobile advertising, with responsive design, HTML5 and mobile native advertising named the most improved.

In comparing the mobile perceptions of business to consumer (B2C) marketers and business to business (B2B) marketers, 41 per cent of B2B marketers rated mobile as still “experimental”, compared to only 27 per cent of B2C.

B2B marketers were also far less likely to be looking at feature phones as part of their mobile efforts, with 45 per cent saying that those devices are “not a priority” compared to 19 per cent of B2C marketers

Overall, B2C marketers were generally more satisfied with their mobile efforts than their B2B counterparts (70 per cent vs. 50 per cent)